[boringg]

As a merchant (not developer) you own your own clients, your storefront and can run seamlessly IRL and online on Shopify - at least thats the pitch. Shopify doesn't suggest to your clients to go buy from another merchant.

In the case of Amazon you own nothing so as a merchant you are thrown into a marketplace where Amazon controls everything and Amazon can take your best products and then make knock offs of them and undercut your sales. Totally different companies - not in the same ball park (Amazon is way bigger then Shopify, don't fall for the false narrative)